GMB - How was BETBY's experience at BiS SiGMA Americas?
Juan Pablo Barahona - It was great — we were very, very happy to attend this event. Many opportunities, and we’re taking the time to better understand the Brazilian market, which helps us tailor our solutions to local needs. We have a lot to show.
Was it BETBY’s first time at the event?
No, we’ve participated before. What stands out is how much the event has grown each year. For example, this year we had one extra day — and that’s very important for us. It gives us more time to present our products and advantages. Brazil is a giant in the region, and regulation brings both new opportunities and challenges.
What innovations did BETBY bring to this edition?
The most important thing for any company entering Latin America is understanding that markets are different. Even among Spanish-speaking countries, there are cultural, taste, and behavioral differences. Brazil, of course, is even more unique.
With that in mind, we launched a new local sport called Vaquejada! It’s an internal development aimed at providing our local partners with this customized content. That’s the essence of our localization approach.
We’re also highlighting our powerful Bet Builder tool. It allows users to create combined bets not only on 100% of football matches but also in other sports, including eSports and our unique Betby Sports product, which makes us stand out.
And of course, we’re utilizing artificial intelligence. We use AI to better understand the player — not just based on their betting history but also through geolocation and preferences. This allows us to offer personalized suggestions, such as what and how to bet. Our focus is always on providing entertainment above all else. This includes offering betting tips, suggesting what to bet on, and ensuring that entertainment is the priority.
What were the company’s main objectives at the event?
We’ve done important work in Latin America to strengthen our presence. We already have partnerships with major operators in the region — including here in Brazil — and our focus is on showcasing how flexible and adaptable our sportsbook is to meet the local market's needs.
Additionally, we’ve been looking to form partnerships with other providers to offer complete solutions to operators, not only aligned with the market but also with regulations, including the state-specific regulations that make Brazil a particularly unique market.
How important are strategic alliances between operators, providers, and payment companies for the success of the sector?
I see this as an ecosystem that needs to be balanced. If any of these three areas — content providers, payment companies, and operators — are not aligned, the business cannot sustain itself.
It’s essential that all parties meet legal requirements and align with the operator's strategy. If an operator enters a market, the payment methods must work locally, casino games need to be adapted, and in our case, sports must also be adapted. Everything should be synchronized strategically under regulations to ensure the operator's strategy succeeds.
How do you see the integration of new technologies, such as AI, in the sector?
Artificial intelligence is vital. Recently, we won an award for innovation in sportsbook, specifically for our use of AI. Today, everyone has access to this technology — it's in our pockets, on our phones.
Our focus is using it to create memorable experiences for the player. Memorable experiences generate bonds, loyalty, and emotional connections with the brand. That’s what we aim for: transforming the relationship between the user and the operator through technology.
How do you view the convergence between sports betting, digital entertainment, and iGaming in Latin America in the coming years?
I believe what we offer, first and foremost, is entertainment. And entertainment is everywhere: on streaming platforms, on social media... We need to understand who these new consumers are, how to talk to them, and how to reach them. We use these tools to understand which demographic segments to target.
Today, we have access to a lot of information, and the most important thing is how to use it to generate a better experience. The player demands more every day: better service, speed, agility, fewer clicks, and everything needs to be easy and fast. If a company doesn’t adapt to these changes and keep up with the speed of these demands, it will fall behind. That’s why it’s essential to understand the new demographics, the new players, and how to implement effective retention tools to ensure success.
Could you give a summary of the first quarter of 2025 for BETBY?
We closed partnerships with major players in the region, including the top operators, which will allow us to showcase our presence and potential in the market. We’re focused on becoming a reference point, ensuring that in each market, people recognize our brand, Betty, associated with these operators.
The company is building a strong regional team, not only in business development and sales but also in account management. We want our partners to feel they have constant support, with 24/7 service — not just technical, but also follow-up, which is part of our culture. We believe that in addition to offering a technological product, we must build solid personal relationships, which has helped us open new doors in each market.
What are the plans for the rest of 2025?
Our focus now is to scale. We’re already present in almost all countries in Latin America — we’re just weeks away from launching in Peru. We are also adapting to new regulations and certifications required by each market.
We are ready to expand in Latin America, with new regulations and certifications in progress to ensure compliance. We’re no longer entering the Latin American market; we’ve already done that. Now, it’s time to scale and grow exponentially, as we have everything in place to reach new markets. Now is the time for exponential growth. We are ready for that.
Source: Exclusive GMB
